New Data Shows College Sports Fans Are Appealing to Brand Marketers

Learfield is a company that provides data, media, and technology, in college sports, and they have a new inaugural Intercollegiate Fan Report. It offers some insight on about 182 million college sports fans, worldwide, as they assist business leaders, marketers, and even athletic departments so that they can better understand the marketplace.

College sports fans from Arizona State University cheer on their football team.
Gathering Data from More Than 20 Million College Fans

The new inaugural Intercollegiate Fan Report by Learfield features specific sociographic and demographic data from more than 20 million fans that have a direct relationship with the college through donations, direct ticket purchases, sign-ups, and more. Aside from that, there are more than 130 million anonymized or digital fans that have engaged with the collegiate athletic department websites.

The report shows both marketers and business leaders how their customer audiences can be addressed when it comes to college sports. Brands can now see the power that college sports have on not only the game day but also as part of the overall marketing mix.

College Sports Fans are the Largest Fan Base

College sports fans
In the United States, college sports fans are the largest fan base. They have more fans than the NFL, MLB, NBA, NHL, and any other professional league or franchise. The fan base also outranks professional sports when it comes to the percent of avid fans.

What’s even more important to marketers is that college sports fans are 1.6 times more likely to have incomes greater than $100,000 when compared to the overall U.S. population. 42% of the college sports fans are female and of that percent, 31% of females with direct relationships with the colleges have incomes greater than $150,000.

The data found through Learfield shows that college sports fans are likely to have higher incomes, and it suggests that they should be a primary target audience for marketers and brands that want to focus on higher-income consumers for things like travel, luxury goods, and automobiles.